Best Western Australasia BWA has confirmed that

first_imgBest Western Australasia (BWA) has confirmed that SureStay, its new white label economy hotel brand, is coming to Australia and New Zealand with Head of Commercial, Steve Richards, saying that fruitful discussions are underway with a number of hotels, and he anticipates the first property will go live in early 2018, with others to follow.SureStay was launched last year has now has 33 properties in the United States, Sweden and Thailand with another 44 in the pipeline but Richards says BWA has decided to keep things simple, from a brand management perspective, and only bring entry-level SureStay Hotel by Best Western to Australia and New Zealand to avoid confusion with the company’s core brands. “We estimate there are 2000 economy hotels across Australia and New Zealand and that 80% of them are unbranded independents,” he said.“These are the hoteliers who will benefit most by joining SureStay – it’s a new brand with great values that we think has enormous potential for increasing visibility, credibility and bookings for independent economy hotels.”Richards said that for hotels to carry the ‘SureStay Hotel by Best Western’ brand they must be rated minimum 3.5 stars on TripAdvisor, offer guests good quality facilities and service, a continental breakfast and free wi-fi.SureStay branded hotels will have marketing support, access to Best Western’s preferred travel agent and corporate agreements, scale, and global distribution through numerous channels including bestwestern.com and the Global Distribution Systems.“We are also targeting the corporate market with SureStay, giving guests the opportunity to earn or redeem Best Western Rewards points, which is a real point of difference in the economy sector.” Best WesternhotelsSureStaylast_img read more